Universal’s ‘influencer’ label signs ‘influencer’ Lele Pons

Universal Music’s newish division 10.22pm – set up to sign those online-influencer, content-creator, YouTuber, Instagrammer superstars – has signed one of those online-influencer, content-creator, YouTuber, Instagrammer superstars.

That online-influencer, content-creator, YouTuber, Instagrammer superstar is none other than your good friend Lele Pons. Who is – 10.22pm would like you to know – one of “new media’s most engaging and multi-talented young global stars as a comedian, actress, director and music artist”. The 10.22pm deal mainly covers the latter bit and will see Pons release records and stuff.

Says she: “Music has always meant so much to me and this opportunity can help me push myself to take the next step as an artist. I feel great about joining the Universal Music family because they understand what I want to do musically and creatively. I’m so excited to be going on this musical journey with Universal’s support on my side”.

10.22pm chief time-keeper Celine Joshua adds: “Lele is the modern definition of a triple threat. She is a global entertainer who attracts tens of millions of viewers through digital screens. For anyone who has followed Lele’s career, music and dance are at the core of her storytelling and I’m honoured to work alongside John and Sam Shahidi to expand her already passionate fanbase through music, premium content and consumer products”.

John and Sam Shahidi, in case you wondered, run a thing called Shots Studios, which works with Pons as a production and management company. Keen to one up the boss of his new business partner, the Sam of the Shahidi’s insists that Pons is, in fact, the “Swiss army knife of entertainment”.

“She is an amazing actor, director, writer, dancer, singer”, he adds. “All of us at Shots Studios are excited about the partnership with Celine Joshua, 10:22 pm, and the entire UMG family on making music the next chapter of Lele’s career”.